Multivariate test (MVT)
A test that changes several page elements at once and tries every combination, to see which version of each element works best.
Also called MVT
A multivariate test varies two or more elements, such as the headline, the image and the button, and shows every combination of their versions. It estimates each element's effect and whether elements interact.
Every combination is an arm, so multivariate tests need much more traffic than an A/B test of the same page.
Two headlines × two images × two buttons make eight combinations, each with an eighth of the traffic.
Related terms
- A/B/n testAn A/B test with more than one challenger: the control is compared with two or more variants in the same experiment.
- A/B testAn experiment that shows two versions of a page to randomly split visitors and compares which one performs better on a chosen goal.
- Sample sizeHow many visitors a test needs per variant to detect the minimum detectable effect with the chosen confidence and power.